The roll-out of addressable TV ad targeting systems continues apace – but total audience addressability still seems some way off. So Sorenson Media is getting creative in its approach to the problem.<\/p>\n
Sorenson’s solution<\/a> is an addressable platform for linear TV which uses smart TVs to swap out ads otherwise broadcast in conventional transmissions.<\/p>\n The so-called Soreneson Addressable product sees Sorenson partner with programmmers to swap out those ads, rather than the cable or satellite operator, as is often the case.<\/p>\n Could such an approach boost the numbers of viewers ad buyers could reach gthrough granular targeting, beyond simply demographic targeting?<\/p>\n “Today our guesstimate is that around 3% of all TV impressions, because of the two minutes per hour (of US national cable ads), are addressable,” Sorenson’s\u00a0Stefan Maris<\/a> says, in this video interview with Beet.TV.<\/p>\n “With our solution, we can address the other 97%, which is a pretty interesting proposition to the industry.”<\/p>\n Maris knows a thing or two about advanced TV ad targeting.\u00a0It was a decade ago that Maris, then at Philips Electronics, managed product at Philips Content Identification, having absorbed the pioneering TV watermarking firm Teletrax.<\/p>\n After a leadership position in Civolution, the company spun out from Philips, Maris is now at Sorenson Media<\/a>, where he finds himself imagining a day when total addressable ad targeting is commonplace.<\/p>\n The Sorenson Addressable offering operates in real-time, meaning buyers can start, stop or pause campaigns, or change target audiences, in seconds.<\/p>\n